A STUDY ON

A STUDY ON CUSTOMER SATISFACTION TOWARDS

PARACHUTE HAIR OIL

Submitted to

SCHOOL OFMANAGEMENT STUDIES

In partial fulfillment of the requirement for the award of

“MASTER OFBUSINESS ADMINISTRATION”

By

Pabba Yamini

Roll no. 17311E0048

Under the guidance of

Dr. A. Sandhya Rani, MBA, Ph.d

ASSISTANT PROFESSER

SCHOOL OF MANAGEMENT STUDIES

SREENIDHI INSTITUTE OF SCIENCE AND TECHNOLOGY
(Affiliated to Jawaharlal Nehru technological university)
YAMNAMPET, GHATKESAR MANDAL, R.R DISTRICT
HYDERABAD- 501301
2019-2021

1
 CERTIFICATE

This is to certify that the report entitled “A study on customer satisfaction towards
parachute hair oil” is the bonafide work carried out by Student Name (Roll no. ) in the
partial fulfillment for the award of “Master of Business Administration” in School of
Management Studies, SREENIDHI INSTITUTE OF SCIENCE AND TECHNOLOGY in
accordance with Jawaharlal Nehru Technological University regulations.

(Signature) (Signature)
Dr. A. Sandhya Rani ……………………..
Assistant Professor Head of the Department
SMS - SNIST SMS-SNIST

EXTERNAL EXAMINER

2
 ACKNOWLEDGEMENT

I’m deeply indebted to my internal guide, Dr. SUNEEL SANKALA MBA, Ph.D, Assistant
Professor, SMS, SNIST, for his valuable guidance and support throughout the course of my
project.

I would like to express my sincere thanks to Dr. SANDHYA, HOD, SMS, SNIST, for her kind
cooperation in the completion of this project.

I would like to thank the management and the staff of Sreenidhi Institute of Science and
Technology for their cooperation and support throughout the course of the project.

3
 DECLARATION

I Pabba Yamini declare that the project report on “ study on customer satisfaction towards
parachute hair oil” is an authentic work based on the data collected by me during the course
of my study and it is submitted to JNTUH in partial fulfillment for the award of degree
“Master of Business Administration”.

Pabba Yamini

R. NO- 17311E0048

4
i

ABSTRACT

Hair oils are the care preparation used for the prevention and treatment of baldness or other
ailments, aggregation of hair. They also promote the luxurious growth of hairs. Hair oil
containing herbal drugs are used as hair tonic Cosmetics have been traditionally used by women
to control their physical appearance and, presumably, their physical attractiveness. The Present
study analyze to the consumer satisfaction towards hair oil users by college Students in
Hyderabad City. Descriptive research method has been used in this study. Convenience
sampling method has been used in this research. The Sample Size is 100. The sources of data
were primary as well as secondary. The data collected in the Hair oil user’s survey constitute
primary data. Structured questionnaires were prepared for the consumer satisfaction to hair oil
users separately for the study. The information gathered from books, journals, magazines,
reports, and dailies was the secondary data.
The data collected were edited, coded and processed with the help of Percentage. The major
finding of the study is there is no significant difference between satisfaction level of hair oil
users and the Demographic variables.

5
 CONTENTS

S. No. CHAPTER CHAPTER NAME PAGE No.

1 --- ABSTRACT

2 1
INTRODUCTION 20
3 2 24
REVIEW OF LITERATURE

RESEARCH METHODOLOGY
3.1 Need for the Study 29
3.2 Objectives of the study 29
3.3 Hypothesis 29
4 3 3.4 Scope of the study 29
3.5 Research design 29
 Data collection 29
 Sample size 29
 Research tools 30
3.6 Limitations of the study 31

5 4 DATA ANALYSIS AND INTERPRETATION

46
FINDINGS, CONCLUSIONS AND
SUGGESTIONS
50
5.1 Findings 52
6 5
5.2 Suggestions 53
5.3 Conclusions 54

BIBILOGRAPHY

6
 CHAPTER 1

INTRODUCTION

The global cosmetics industries of multinational have been captivated by India in a fascinating

manner- the world’s second most populous country – over 1 billion people – even one percent

of captured market at estimated rates is a huge sum for some companies. India has seen a

growth in the cosmetics industry especially in the recent years. The beauty business in India is

growing phenomenally with the cosmetics market growing at 15-20 percent annually, twice as

fast as that of the United State and European markets. The retail beauty and cosmetics market in

India currently estimated at USD 950 million is pegged at USD 2.68 billion by the year 2020.

The demand for cosmetics products, particularly in urban population is steadily rising owing to

various reason for example mall culture, better purchasing power, concern for looking better, by

both man and women, nature of the job, development in advertisement technology and in

general, availability, of a wide range of cosmetics products.

Happy customers make recommendation about stores, product or service to their friends. A

research study reported that each satisfied customers. This is the reason why many companies

are trying to understand the contributing factors of brand. Theoretically brand could be

enhanced by maintaining the long term relationship with the competitive ad vantages for any

particular company. Normally in order to increase the market share, most companies are

utilizing common strategies such as discounting their market prices, expanding their

distribution channels or even launching promotional campaigns. Hence a present study is made

on customer satisfaction towards hair oil users among college students.

Hair oils are the care preparation used for the prevention and treatment of baldness or other

ailments, aggregation of hair. They also promote the luxurious growth of hairs. Hair oil

containing herbal drugs are used hair tonic. Hair care products are categories into two main

categories, hair tonics and hair grooming aids. There are various methods available for the

preparation of hair oil direct method, oil method, paste method and cloth method. Hence a

present study is made on customer satisfaction towards hair oil users among college students.

Custome r Satisfaction

Customer satisfaction is a term frequently used in marketing. It is a measure of how products

and services supplied by a company meet or surpass customer expectation. Customer

satisfaction is defined as "the number of customers, or percentage of total customers, whose

reported experience with a firm, its products, or its services (ratings) exceeds specified

satisfaction goals.

Custome r Behaviour: The field of customer behaviour tells us that how individua ls, groups

and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to

satisfy their needs and desires. Understanding customer behaviour is never simple, because

customers may say one thing but do another. They change their minds at the last minute.

Companies can use it as a strategic tool for making profit by understanding that how and why

customers buy. Customer Behaviour of Women: Women are most powerful customers in the

world as they control almost 80 percent of the household spending. And no longer can the

women spending powers and influence be neglected.

The role of wome n in the society and their effects has changed. Most of the marketers know

that „women are different‟, but we actually need a deep rooted understanding of how and why

they are different. Not all female are women, some are girls; not all women are moms; not all
moms are women; they may or may not be „forever young‟. What is important to analyze are

the multiple roles that a female plays in her everyday life. A marketer cannot ignore her role as

a mom and talk to her as a girl or women, and similarly a girl cannot be approached like a

woman. Purchases are emotionally significant and communication is important throughout the

buying decision.

Buying Behaviour of Women: Once women identify the need of a value, their first step

towards buying is information search. They want a product that meets their demands and is easy

and reliable. Women would try to get benefit from others‟ experience by asking the people

around them. They prefer doing a front end research. Women would want detailed information

from the staff and other people and attributes like opinion of her mates, the reputation of a

company, environment of the store, price of a product/service would matter more. Women

usually start with a generalized sense of their need and then continue to evaluate alternatives.

Market research is the function that links the consumer, and Stake holder to the marketer

through information- infor mation used to identify and define marketing opportunities and

problems; generate refine, and evaluate marketing actions; monitor marketing

performance; and improve understanding of marketing as a process.

Speaking in layman’s language marketing research is the systematic and objective

identification, collection , analysis, dissemination and use of data for the purpose of assisting

management in decision making related to the identification and solution of problems(and

opportunities) in marketing.

This project report is based on the survey conducted by me to track the behavior and priority

of hair oils buyers and retailer opinion in Tamil Nadu. The sample is for this market research

was 50 for consumers and 50 for retailer taken randomly, including various age group,

income and profession and Target population was working people, business man and
professionals across Tamil Nadu.

The attitude of consumer or buyer decides how demand will emerge for a new product and

service and how existing goods and services will be sold. The attitude in turn depends upon

many economic, social, cultural, climatic factors. The decisions iare also influenced by

education, stage of economic development, lifestyle, information, is of family and hoistof

other factors.

To Understand and analysis i i the marketing mix for leading brands of hair oils, I conduct

marketing research with the help of the primary data collection fro m DSA’s of different

brands of hair oil’s co mpany.

During the study I met with different retailers, whole sellers from different parts of the Delhi

region. I also met with the consumers and got questionnaire filled by them and collected data

for the marketingresearch tostudythedifferent marketing mixcomponents and analysis it.

Cons ume r The attitude of consumer or buyer decides how demand will e merge for a new

product and service and how existing goods and services will be sold. The attitude in turn

depends upon many economic, social, cultural, climatic factors. The decisions are also

influenced by education, stage of economic development, lifestyle, information, is of

family and hoist of other factors.

To unde rs tand cons ume rs each brand has to start by asking seve ral basic questions :

 WHO?: Who is the consumer? What are consumer’s de mographics? Where does

she stay? Which socio-economic class does she hail from? Who can influence her

purchasebehaviour?

 WHY?: Why does she buy this product? This brand? What are her beliefs? What is

her attitude towards this brand and the key competitors? What needs does this brand
 fulfill?

 WHEN?: When does she buy the brand? Daily? Monthly? When does she use the

brand?

 WHERE?: Where does she buy the brand? Where else may she want to buy the

brand? Where does she use the brand? At home? Outside?

Company Profile

MARICO COM PANY OVERVIEW

Marico holds a leadership position in the Indian FMCG space. Marico's Products and

Services in Hair care, Skin Care and Healthy Foods reach out to more than 20 countries in the

Middle East, Asian sub-continent, Australia and USA. The company generated a turnover of

about Rs. 19.1 billion (about USD 455 Million) during 2007-08. Marico markets well-known

brands such as Parachute, Saffola, Kaya, Sundari and Fiancee to name few, most of which

enjoy leadership positions (No. 1 or No. 2), with significant market shares in respective

categories. Marico is present in the Skin Care Solutions segment through Kaya Skin

Clinics (84 clinics in India and The Middle East) and Weight Management segment

through Kaya Life (3 clinics in India)

Marico’s Products
A many products have released by the Marico in the market. These are…… Parachute

(hair oil), Hair & Care (hair oil), Hair & Care Silk n Shine (hair conditioner), Nihar

(hair oil), Shanti Badam Amla (hair oil), Parachute afte r Showe r (hair gel), Saffola (food

oil) but Saffola are available at market in 3 categories Saffola Gold, saffola tasty ble nd

and Ne w Saffola, Medike r (hair oil), S weekar (refined sunflower oil), Revive

1.Parachute

Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure

coconut oil in the market, Parachute is positioned on the platfor m of Vital Nourishment

today. Froma loosely available commodity to a path-breaking brand, Parachute pioneered the

switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to

service the rural sectors, increasingpenetration.

MARKETING MIX OF PARACHUTE

Marketing mix of Parachute, we shall be discussing the 4Ps of marketing mix. The mix shall

be analysis asfollowed:

Product

Parachute is premium edible grade coconut oil, a market leader in its category. Synonymous
with pure coconut oil in the market, Parachute is positioned on the platform of purity. In fact

over a time it has become the gold standard for purity. Parachute is also available in pouch

packs, to service the rural sectors, increasingpenetration..

Packaging: parachute coconut hair oil are available at the market in blue color plastic

bottle.

Available in
Bottles: 100 ml, 200 ml, 500 ml, 1000 ml (Jumbo Pack)
Flip Cans : 100 ml, 200 ml
Price

Size Print Reliance

Price Fres h
Price
100 ml 20 Rs 20 Rs
200 ml 39 Rs 37 Rs
500 ml 90 Rs 90 Rs
1000 ml 185 Rs Not
Available

Place

Marico have 9000 distributer for parachute who service the entire country through the wide

market network. Parachute is available across the country but in northern India especially

in Uttar Pradesh, Madhya Pradesh, Chattisgrah, Gujrat, Delhi, Panjab, Haryana, Bihar,

Jharkhand and in Rajasthan parachute is more popular in women.

In whole south India Parachute are available and also in whole north east states it is

available. Parachute coconut hair oil are sold in 42 countries. Through more than 20 lakh

Retail outlets. Parachute distribution network extends beyond India in the following

countries as well:

Distribution Net work

• Bangladesh
• Nepal
• Bhutan
• Egypt
• Middle East
• South Africa
• USA
Promotion

Marico mainly believes in advertising for the purpose of promoting its hair care products.

The ads of the company’s products can be seen on the T.V. Along with this it also uses the

print media as a promotional tool.

Sales Promotion devices like giving a small pack of Parachute Herbal Oil with every large

pack of Parachute Coconut Hair Oil can be a helpful tool in lifting of the sales of this new

brand. Apart from this the co mpany can make use of other promotional tools like coupons,

cash rebates etc. which may boost up the brand in the market.

The above new marketing strategy will help the company to enhance the market share and

fight the competition in some of the other segments of the hair care oil market.

Medium for Adve rtise me nt: T.V, Print media, Radio.

Company use multi media for promoting parachute but mainly use T.V. for advertisement.
 SWOT ANALYSIS OF PARACHUTE
Stre ngths :

• Solid reputation locally.

• Individuali edinstruction.

• Good customer service.

• Emphasis on planning.

• Good management/staff relations.

We aknesses:

• Need to develop programs and procedures for marketing.

• Inept and apathetic personnel need to be weededout.

• Too many adjuncts.

Opportunities:

• North Indian market is rapidly growing.

• Traditional trends – growth of area.

• Greater demand for hair oil Products.

Thre asts:

• High competition.

• Tax base is over-burdened.

• Higher staffing costs.

 CHAPTER 2

LITERATURE REVIEW

Rele and Mohile, (2013) in this study titled are “Effect of mineral oil, sunflower oil, and

coconut oil, on prevention of hair damage”. The study was extended to sunflower oil because it

is the second most utilizing base oil in the hair oil industry on account of its non- freezing

property and its colorlessness at ambient temperature as the aim was to cover different

treatments and the effect of these treatments on various hair types using the above oils, the

number of experiments to be conducted was a very high number and a technique termed as the

Taguchi Design of Experimentation was used. The findings clearly indicate the strong impact

that coconut oil application has to hair as compared to application of both sunflower and

mineral oils.

Banerjee et al., (2019) in this analyse titled “Preparation, evaluation and hair growth

stimulating activity of herbal hair oil”. The study of this paper is to analyze the herbal

formulations always have attracted considerable because of their good activity and

comparatively lesser or nil side effects with synthetic drugs. The objectives of present study

involve preparation of herbal oil using amla, hibiscus, brahmi, methi, and its evaluation for

increase in hair growth activity. The oil of different concentration was characterized for

proximate analysis including moisture, content total ash, acid insoluble ash water soluble ash,

sulphated ash. The formulation was also subjected to chromatographic determination and

chemical tests to determine the presence of active constituents in the drugs.

Ram and Ganapathi (2013) in their study titled “Brand Preference and loyalty of women

customer towards hair oil Brands”, The purpose of this paper is to understand hair oil brand
used by women to control their physical appearance and, presumably, their physical

attractiveness. The most of the women customers prefer Dabur Amla brand of hair oil and the

factor analysis shows that value, easiness, suitability, quality and familiarity are the factors

affecting the purchasing of hair oil brands by the women customers. The most of the women

customers are satisfied with the hair oil brands and there is a significant association between

hair oil brands and the level of satisfaction of women customers.

Dhevika et al., (2013) in this titled are “A study on brand loyalty of hair oil among college

students”, The purpose of this paper is to examine the loyalty to the brand is very important

subject from marketing strategy perspective, especially as current markets are marked by its

passing through a so high nature phase and intensive competitions, whereas keeping the

customers loyal to the brand is very crucial for the survival and continuity of the organization.

Brand – loyal consumers may be willing to pay more for a brand. This strategy considered a

more effective and efficient way than attracting a new customer. Similarly, brand loyalty leads

to greater market share when the same brand is repeatedly purchase by loyal consumers

consequently; the brand is the sole distinguishing factor among competing and similar product.

Beroual et al., (2013) in their study titled are “Effect of Linum Usitatissimum L. Ingestion and

Oil Topical Application on Hair Growth in Rabbit”. The aim of this study wast investigate its

effect on hair growth process in rabbits. Two trials were carried out using two plant forms and

administration routes: oil topical application and seed ingestion. For each trial animals were

assigned into two groups a control and a tested one. A10cm /10cm area on the back of each

rabbit was limited and every four weeks,10 hairs were plucked to measures their length and

widths, then the hair of the whole limited area was shaved and weighed. After 4 weeks of use,
linseed oil topical application has a significant positive effect on hair width (39.00μm against

27.2 μm for the control group).

Kalaiselvi (2014) in this study titled “Brand awareness and customer preference for FMCG

products. An empirical study with special reference to Coimbatore city”. The purpose of this

paper is to analyze the brand awareness in Coimbatore city and to study the interest of consumer

in branded products of Fast Moving Consumer Goods (FMCG). The brand awareness is

showing increasing tendency everywhere and Coimbatore city in Tamil Nadu State is not an

exception to it. To examine the validity of this general statement that is being discussed day in

day out by the researcher, market, manager, producer, consumer, advertisers, etc.

Anumesh Kariappa, (2016), this study to know the customer satisfaction of Indulekha

products in Kasarkode market. This study assists to identify the opinion of the customers of

Indulekha products. To assess the customer awareness about Indulekha brand. For the purposes

of the study data collected are analyzed and arrived on some conclusio ns. The research is

conducted with the help of well formed questionnaire to make this study in a better way and

collected data from each sides of the kasarkode district and over 100 respondents are

interviewed from the different parts of the District. It is concluded that customer satisfaction is

the important thing in the marketing concept. Because without satisfying customers a company

which cannot sustain in the market forever , not only that customers mind is a changing one.

M.Banu Rekha and K.Gokila, (2015), the study has been understand the customer attitude of

the different strata people in the Indian society especially in Coimbatore city, Tamil Nadu

towards Herbal Cosmetic Products. The classification of the different strata of the people in

area wise, gender wise, age wise, income wise, etc., The research design adopted in the study

was descriptive design, which is concerned with the descriptive of a group. In descriptive

research in such a way that the respondents is able to understand clearly what the researcher
wants and provides distinct information to measure the data. The data has been collected from

the users of herbal cosmetics products.

A sample of 50 respondents was taken into account for finding their uses for the herbal cosmetic

products. It is concluded that the people now are not considering the cosmetics as luxury, most

of the customers feel that there are more chemicals in cosmetics, which cause many side effects,

and started switching over to herbal based cosmetics.

Dr. M. Rajarajan, (2016), It is to examine the customer‟s behaviour of herbal cosmetic

products because customer behaviour is a very complicated field of study. There are many

factors, which affect the behavour of customers which purchasing, using and evaluating the

products. They are changes is fashion, technology and so on, different types of user‟s skin,

changes in customer attitude and so on. The first problem is the c hange in fashion, technology

and so on. Modernity first makes its headway in urban areas. Not only economic &

technological advancements find their place primarily in cities, but also new trends in fashion

and personal health. V.P.T. Dhevika, O.T.V Latasri and Libya

Sangeetha Sharmila, (2013), this study is to investigate how the respondents are influenced by

factors of brand loyalty towards hair oil brands. Brand loyalty is important for an organization

to ensure that its product is kept in the minds of customers and prevent them from switching to

other brands. Product quality plays a significant role in influencing customers to be brand loyal

customers. Four hypotheses are accepted and two hypotheses are rejected.

Vanessa Apaolaza-Ibáñez, Patrick Hartmann, Sandra Diehl and Ralf Te rlutter, (2011),

conducted on a sample of 355 women aged 18 to 60, selected through random sampling

(random street interviews) and establishing an age quota (50% between 18 and 35 years, 50%

between 36 and 60 years). The study focused on anti-aging and body-firming/body-shaping

creams, a relatively new category of cosmetic products where there are indeed no observable

short-term effects, while advertising claims refer to medium and longer-term beneficial
outcomes. The feeling of worry and/or guilt as a consequence of dissatisfaction with one‟s

appearance and the perception of not doing enough to improve may be the combined result of

the exposure to attractive women in advertising.

Dr. S. Jagadeesan & G. Vani, (2017), the study analyze to the customer satisfaction towards

hair oil users by college Students in Salem City. Descriptive research method and Convenience

sampling method used in the study. The Sample Size is 70. The sources of data were primary as

well as secondary. The data collected in the Hair oil user‟s survey constitute primary data.

Structured questionnaires were prepared for the customer satisfaction to hair oil users separately

for the study. It concluded that the College students prefer parachute brand of hair oil and the

factor analysis shows that value, quality, easy availability, relive dryness, suitable for hair,

better shine, attractive package and quantity are the factors influencing the purchasing of hair

oil brands by the customers.

K.Subbulakshmi P.Geethamani, (2017), the study descriptive analysis has been carried out, to

study the customer‟s perception towards cosmetic items in patanjali products. The primary data

used in the study through questionnaire method. The secondary data were collected from

various books, journals, magazines and websites. The sample size has been taken as 50

respondents. The sampling technique used in this study is convenient random sampling. The

study concluded that most of the respondents are aware of the herbal cosmetics.

The people now are not considering the cosmetics as luxury, most of the customers feel that

there are more chemicals in cosmetics, which cause many side effects, and started switching

over to herbal based cosmetics. The cosmetic manufacturing company after realizing the need

of the customer started providing herbal based cosmetics. Many respondents feel that there is

more chemical combinations in the herbal cosmetics, which can be reduce by the manufactures,

so that it would increase its usage by the customers.

Mrs. Gurmeet Kaur, 2016, The study is descriptive in nature. This study describes the
customer retention and satisfaction level towards selected herbal cosmetic products. The

present study is based on primary data collected through questionnaire administered on 100

female respondents using herbal cosmetic products in Yamuna Nagar only. All the relevant

information was obtained by conducting the interview of customers with the help of pre tested

and structured questionnaire.

The present study depicts that majority of the respondents are satisfied with quality and price of

herbal cosmetic products. It is found that the respondents of all the age group and income group

are using personal care products. Herbal cosmetic products are preferred by the respondents as

compared to non herbal cosmetic products due to awareness of harmful effects of non herbal

cosmetic products.

Marketing Manage ment

Marketing is the subject and management of exchange relationships. The American Marketing

Association has defined marketing as "the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large." The techniques used in marketing include choosing target

markets through market analysis and market segmentation, as well as understanding methods of

clout on the consumer behavior. From a societal point of view, marketing provides the link

between a society's material requirements and its economic patterns of response. This way

marketing satisfies these needs and wants through the advancement of exchange processes and

the building of long-term relationships.

 CHAPTER 3

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

❖ To know analyses the marketing mix for the differenthair-oils.

❖ To know the customer satisfaction level ofrespondents.

❖ To know the buying behaviour pattern of hair oil’sbuyers.

❖ To know the affect of the promotional activities on the buyer.

❖ To check the Brand loyalty of hair oil’sconsumers.

❖ To know the retailer opinion about hair oils consumer’s priority, and buying behaviour.

❖ To knowtheaffect of the promotionalactivities on the buyer by retailer opinion.

NEED OF THE STUDY

❖ Marketing Research has its importance not only to track the current scenario but also to
know the futuretrend of consumer s preference and behaviour.
❖ It ascertains the position of a company in specified industry and point out how the
company’s affairs are being turnedup.
❖ It helps in development and introduction of product.
❖ It helps to knowthe market share of a certainproduct.

To know analyses the marketing mix for the differenthair-oils

SCOPE OF THE STUDY

❖ Marketing Research has its importance not only to track the current scenario but also to
know the future trend of consumer s preference andbehaviour.

❖ After liberalization in India, competition among FMCG companies has increase. A lot every
company is trying various strategies for creating Differentiation, Leading to developing
Competitive Advantage & Dabur is one of them. Dabur Has used Multi Branding Strategy
very successfully for creating Competitive Advantage. This area has good scope for
studying.

❖ It ascertains the position of a company in specified industry and point out how the
company’s affairs are being turnedup.

❖ It helps in development and introduction of product.

❖ It helps to know the market share of a certainproduct

PURPOSE OF THE RESEARCH PROJECT

The purpose of this project is to comparative study by hair oil companies in India, investigate
the various gaps and bottlenecks that are existing vis-a-vis the consumer expectations and
suggest solutions to make it more economically viable and enhance the customer experience.

RESEARCH METHODOLOGY

A research design is one, which simplifies the framework of plan for the study and adds itself in
the quick collection and analysis of the data. It is a blue print that has been filled in completing
the study. The Title was taken in order to study that how the marketing strategies of Amazon. A
Convenient sampling method used for the proposed research. 100 respondents were taken
randomly.

DATA COLLECTION

Primary data- Through the structured questionnaire I will collect the primary data. Target
Audience- Online Customers
 Secondary data – Secondary data has been collected from the Book, journal, and the past
research done on this topic also Internet will be the great support.

SAMPLING DESIGN

This research work will use the primary and secondary data to accomplish the objectives.
Primary data will collected via interview with the help of questionnaire and secondary data will
be collected through Book, journal, and the past research done on this topic also Internet will be
the great support.

SAMPLE SIZE

Number of respondents: 100

DATA COLLECTION TOOL

A questionnaire: This comprised of structured questions to capture information from the different
online consumers. Open ended questions were avoided as much as possible due to the fact that
they are time consuming and present analysis challenges. The questions were specific on
indicators of customer satisfaction in relation to last mile delivery experience from various
ecommerceplatformsaftertheorderhasbeenplaced. The entire questionnaire was electronically
captured.

Method you will use to classify data: Excel chart, tables and pie chart. SPSS statistical
analysis

LIMITATIONS OF THE STUDY

1- People are reluctant to sparetime.

2- Sample size was small and confined in Hyderabad region becausetime constrained.

3- When I approached the retailers/whole sellers they gave their response in a hurry as they
wantedtoleavemeas soon as possible, Which mayhaveresulted in inappropriateresponses.

4- Some respondent were initially hesitant to cooperate because of the preconceived notion
that data will be misused.
However, In spite of these difficulties I have tried my best to bring out the facts of the market
scenario.

CHAPTER -4

ANALYSIS AND INTERPRETATION

AGE GROUP OF SURVEYED RESPONDENTS

Age group No. of Respondents

18 - 25 years 37
26 - 35 years 25

36 - 49 years 23
50 - 60 years 12

More than 60 3

Age G ioup of Respondents

3%
12% 18 - 25 Yea rs

37% 26 - 35 Yea rs
36 - 49 Yea rs
23%
50 - 60 Yea rs
More than 60
25%

Analysis: - From the chart above we find that 37% of the respondents fall in the age group of 18
– 25 years, 25% fall in the age group of 26 – 35 years and 23% fall in the age group of 36 – 49
years.
Therefore most of the respondents are relatively young (below 26 years of age) and 12%
respondent’s age are 50-60 years and 3% respondent’s age are 60 to above years.
 GENDER CLASSIFICATION OF SURVEYED RESPONDENTS

Sr. No. Category No. of Respondents Percentage

1 Married 70 70%
2 Unmarried 30 30%
Total 100 100%

Inte rpretation
From the table and graph above it can be seen that
 70% respondents are married.
 30% respondents are unmarried.
 EDUCATIONAL QUALIFICATION OF RESPONDENT’S

Category No. of Respondents Percentage

Sr. No.
1 Under graduate 25 25%
2 Graduate 40 40%
3 Post graduate 35 35%
Total 100 100%

Inte rpretation
From the table and gra ph above it can be seen that
 25% respondents are under graduate.
 40% respondents are Graduate.
 35% respondents are Post graduate.
 PROFILE OF SURVEYED RESPONDENTS

Respondents profile No. of respondents

Student 2

Housewife 3
Working Professional 47

Business 24

Self Employed 12
Government service employee 12

Respondents iProfile i

11 % 3 %2 % Student
11% Housewife
Working Professional
Business
22% 51% Sel f Employed
Government servi ce employee

Inte rpretation
From the table and graph above it can be seen that:-
51% of the respondents are working professionals, 22% are into business and 11% are self-
employed, 11% of the respondents are government service employee and 3% of the respondents
are student and 2% of the respondents are house-wife.
 POSITION HELD

Position held No. of respondents

Proprietor 30
Managing Director 21

Partners 27
Any othe r 24

Total 100

CHART 4.5

Posit ion held

24%
29%
Proprietor
Managing Di rector

26% Pa rtners
21%
Any other

Inte rpretation
From the table and graph above it can be seen that:-
29% of the respondents are Proprietor of different firms, 21% are Managing Directors of
companies and 26% are Partners, 24% of the respondents do not have any opinion.
 RELIGION
TABLE 4.6
Religion No. of respondents

Hindu 60
Muslim 21

Christian 10

Any othe r 9

Total 100

Relig ion

9%
10%
Hi ndu
Muslim
Christian
21% 60%
Others

Inte rpretation
From the table and graph above it can be seen that:-
60% of the respondents are Hindus, 21% are Muslims and 10% are Christians, 9% of the
respondents are of other religions.
 Q1 Which Brand of Hair oil are you aware of?

Brand No. of respondents

Dabar Hair Oil 60

Parachute Hair Oil 26

Others 14

Total 100

Brand iHair iOil

70

60

50

40 Daba r Hai r Oil

pa ra chute hair oil
30 60
Other

20
26
10
14
0
Dabar Hair Oil parachute hair oil Other

Inte rpretation
From the table and graph above it can be seen that:-
60% of the respondents are taken Dabar hair oil, 26% are Parachute hair oil and 14% are using
Others.
 Q2 Which Brand of Hair Oil you use ?

Brand No. of respondents

Dabar Hair Oil 56

Parachute Hair Oil 38

Others 6

Total 100

Brand iHair iOil

60

50

40

Daba r Hai r Oil

30
56 pa ra chute hair oil
Other
20 38

10

6
0
Dabar Hair Oil parachute hair oil Other

Inte rpretation
From the table and graph above it can be seen that:-
56% of the respondents are taken Dabar hair oil, 38% are Parachute hair oil and 6% are using
Others.
Q3- Whe re would you rate your brand on a scale of 1– 5 (5 be ing highest)
Q4- What are the primary reasons for which you use this particular brand?
Q5 How to you Know About these Brands?
Q6- If your brand is not available you would..?
Q 7 Which Pack Size do you prefer?
Q8- On what paramete rs do you choose this pack s ize?
Q9- How ofte n do you buy?
Q10- Are you satisfie d with your brand?
 Retaile r Questionnaire Analys is

Q11- Which Brands of Hair Oil do you stock?

12%

32% i
Q 12- Out of these which are the mos t prefe rre d?

12%

32% i

HII
Q 13- According to you what are the reasons for cus tome r’s prefe re nces?
Q 14- What is the profile of your typical cons ume r?
Q 15- What sche mes are you offe re d by the companies?
Q 16- What sche mes does a cons ume r prefe r most?
Q 17- According to you, does in-store adve rtis ing have an affect on the cons ume r’s
preference?
Q 18- Does a change in price affect their pre fe re nces?
 Hypothesis

1. There is no significant difference between Satisfaction level of hair oil users and the Demographic variables.

Table – 1: Demographic Profile of the Respondents

Characters Variables Responden Percentage

ts
Male 23 32.9
Gende r
Female 47 67.1
Total 70 100.0
Below i18 8 11.4
19-21 29 41.4
Age 22-24 22 31.4
Above25 11 15.7
Total 70 100.0
Graduate 30 42.9
Education Post i Graduate 19 27.1
al M.Phil 13 18.6
iQualificati
Ph.D 8 11.4
on
Total 70 100.0
i(Studying)

Govt., iCollege 36 51.4

Type iof Govt., i Aide d 19 27.1
iInstitutio
Self- financing 15 21.4
ns
Total 70 100
Below i15,000 32 45.7
15,000-20,000 12 17.1
Monthly
iIncome iof ithe 20,000-25,000 9 12.9
ifamily Above25,000 17 24.3
Total 70 100.0
Table – 2: Demographical Variables vs. Total Satisfaction

(1) i Classification i of ithe i respondent ibased ion igender ifor ithe i satisfaction ilevel iof ihair
ioil iusers

Gende r N Mean Std. i Deviation t-value p-value Hypothesis

Male 23 39.43 7.153
H0
Female 47 39.00 6.679 0.966 0.803
Accepted
Total 70

(2) i Classification iof ithe ire spondent ibased ion iage igroup ifor ithe i satisfaction ilevel iof
ihair ioil iusers

Age N Mean Std. i Deviation f-value p-value Hypothesis

Below i18 8 42.88 4.764
19-21 29 39.45 6.690
H0
22-24 22 37.23 8.118 1.444 0.238
Accepted
Above i -25 11 39.45 4.344
iiTotal 70
(3) i Classification i of ithe ire spondent i based i on i type i of icourse ifor i the i satisfaction ilevel
iof ihair ioil iusers

Education N Mean Std. i Deviation f-value p-value Hypothesis

Graduate 30 40.80 6.703
Post i Graduate 19 37.32 7.356
H0
M.Phil. 13 38.54 5.410 1.142 0.339
Accepted
Ph.D. 8 38.25 7.517
Total 70
(4) i Classification iof ithe ire spondent ibased ion itype i of i institution ifor ithe i satisfaction
ilevel iof ihair ioil iusers

Type iof
N Mean Std. i Deviation f-value p-value Hypothesis
iInstitution

Govt. iColleges 36 40.97 6.002

Govt. i Aide d 19 37.11 7.310 H0
2.839 0.066
Self-Finance 15 37.33 7.118 Accepted
Total 70
(5) i Classification i of ithe irespondent ibased i on iincome ifor ithe i satisfaction i level iof
ihair ioil iusers

Income N Mean Std. i Deviation f-value p-value Hypothesis

Below-15,000 32 40.66 5.966
 15,000-20,000 12 39.25 3.980
H0
20,000-25,000 9 39.11 4.702 1.612 0.195
Accepted
Above-25,000 17 36.24 9.712
Total 70

Table – 3: Demographical Variables vs. Satisfaction Level (Chi-square Test)

Satisfaction iLevel
Age Total Ψ2 ivalue p-value
Low Average High
5 2 1 8
Below-18 (62.5%) (25.0%) (12.5%)
[25.0%] [6.2%] [5.6%]
7 15 7 29
19-21 (24.1%) (51.7%) (24.1%)
[35.0%] [46.9%] [38.9%]
5 9 8 22 6.755 0.344
22-24 (22.7%) (40.9%) (36.4%)
[25.0%] [28.1%] [44.4%]
3 6 2 11
Above-25 (27.3%) (54.5%) (18.2%)
[15.0%] [18.8%] [11.1%]
Total 20 32 18 70

2.1 Factor Analysis

To test the appropriateness of factor analysis technique the correlation between the variables is
cheeked and Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy statistic is also used
for the same. The test statistics for sphercity is based on a Chi-square transformation of the
observed correlation coefficients to the magnitude of partial correlation between pairs of
variables cannot be explained by other variables and the factor analysis may not be appropriate.
Generally, a value greater than 0.5 is desirable for the test statistic.
 Table – 4: KMO and Bartlett’s Test

Ka iser- Meyer-Olkin i Measure i of i Sampling i Adequacy. .702

Bartlett's iTest i of i Sphericity Appr ox. iChi- Square 355.526
Df 105
Sig. .000

Table – 5: Indication Total Variance Explained for Factors of Hair Oils

Extraction iSums iof Rotation iSum s iof

Initial i Eigen ivalues
iSquared iLoadings Squared iLoadings
Component

i
iof

iof

iof
Cumulative

Cumulative

Cumulative
iVariance

iVariance

iVariance
Total

Total

Total
%

%
%

%
1 4.454 29.693 29.693 4.454 29.693 29.693 3.058 20.390 20.390
2 1.729 11.525 41.218 1.729 11.525 41.218 2.243 14.950 35.340
3 1.551 10.343 51.561 1.551 10.343 51.561 1.700 11.335 46.675
4 1.180 7.867 59.427 1.180 7.867 59.427 1.529 10.191 56.866
5 1.036 6.903 66.331 1.036 6.903 66.331 1.420 9.465 66.331
6 .988 6.587 72.917
7 .828 5.519 78.436
8 .749 4.995 83.431
9 .658 4.387 87.818
10 .405 2.697 90.515
11 .382 2.547 93.063
12 .349 2.330 95.393
13 .307 2.046 97.439
14 .200 1.336 98.776
15 .184 1.224 100.000
Extraction iMethod: i Princ ipal iComponent i Analys is.
 CHAPTER 5

FINDINGS, CONCLUSIONS AND SUGGESTIONS

Findings

❖ From the chart above we find that 37% of the respondents fall in the age group of 18 – 25

years, 25% fall in the age group of 26 – 35 years and 23% fall in the age group of 36 – 49

years.

❖ Therefore most of the respondents are relatively young (below 26 years of age) and 12%

respondent’s age are 50-60 years and 3% respondent’s age are 60 to above years.

❖ From the table and graph above it can be seen that

❖ 70% respondents are married.

❖ 30% respondents are unmarried.

❖ From the table and graph above it can be seen that

❖ 25% respondents are under graduate.

❖ 40% respondents are Graduate.

❖ 35% respondents are Post graduate.

❖ 51% of the respondents are working professionals, 22% are into business and 11% are self-

employed, 11% of the respondents are government service employee and 3% of the

respondents are student and 2% of the respondents are house-wife.

❖ 29% of the respondents are Proprietor of different firms, 21% are Managing Directors of

companies and 26% are Partners, 24% of the respondents do not have any opinion.

❖ 60% of the respondents are Hindus, 21% are Muslims and 10% are Christians, 9% of the

respondents are of other religions.

❖ 60% of the respondents are taken Parachute hair oil, 26% are Parachute hair oil and 14% are

using Others.

❖ 56% of the respondents are taken Parachute hair oil, 38% are Parachute hair oil and 6% are

using Others.

Conclusion

The College students prefer parachute brand of hair oil and the factor analysis shows that value,

quality, easy availability, relive dryness, suitable for hair, better shine, attractive package and

quantity are the factors influencing the purchasing of hair oil brands by the customers. The most

of the customers are satisfied with the hair oil brands and there is a significant difference

between hair oil brands and the satisfaction level of customers.

In the end it is certain that Hair oil will have to really gain inroads in the rural markets in

order to achieve double digit growth targets in future. There is huge potential and definitely

there is lot of money in rural India but the smart thing would be to weigh in the roadblocks as

carefully as possible. The hair oil companies entering rural market must do so for strategic

reasons and not for tactical gains as rural consumer is still a closed book and it is only

through unwavering co mmitment that the companies can make a dent in the market.

Ultimately the winner would be the one with the required resources like time and money and
 also with the much needed innovative ideas to tap the rural markets.

A mention of rural India may conjure up an image of abject poverty in the minds of many

people. This, however, does not hold true in the case of a few fast moving consumer goods

(FMCG) companies that have over the years been giving their rural operations a renewed

thrust. Why would these companies be tapping into the rural markets in the first place? First,

let's take a look at the distribution networks of leading FMCG companies in India - Hindustan

Lever Limited, Marico. These companies are market leaders in their core areas and much

of their success has to do with the intricate marketing networks they have developed over

the years. Hindustan Lever, as would be expected, has the largest reach in terms of the

markets serviced. Marico on the other hand, has adopted a concentrated approach by

focusing on fewer markets compared to the first two, has a much smaller reach. Hare and

care and parachute now derive 35% and 30% respectively of their turnover fro m rural

markets.

Suggestions

Majority of the respondents feel that the product quality is good. So the hair oil company can try

to maintaining the High quality level. The majority of the respondents feel that the neat

appearance to the stores. So the store can try to maintaining the Maximum level of quantity.

Most of the respondent became awareness of the brand by watching television. So the company

can try to increase the clear and neat advertising to reach the all level of people.

Marketing Suggestions are as based on the case are as per the four P’s of marketing, i.e. --

➢ Product

➢ Price
➢ Place

➢ Promotion

Product: As far as the product is concerned there is no necessity for changing the basic

features of the product. Parachute hair oil enjoys a great customer satisfaction and brand

loyalty.

Price: As far as price is concerned we can’t suggest anything better as it is already

competitive.

Place: Although distribution channel of Marico is among the best in corporate India, during

my retail analysis I found that many of the retailers were not storing the Jumbo pack of

parachute even jumbo pack was not available on the whole seller’s shop .

Promotion: As we are aware of the fact that for increasing the sales pro motion is must.

During my research period I asked the customers are they aware about the jumbo pack of

parachute and most of the m were not aware of the following pack.
 ANNEXURE AND BIBLIOGRAPHY

[1] Banerjee, P. S., Sharma, M., Nema, R. K., (2009) “Preparation, Evaluation and Hair Growth

Stimulating Activity of Herbal Hair Oil”, Journal of Chemical and Pharmaceutical Research, 1

(1), pp. 261 – 267.

[2] Beroual, K., Maameri, Z., Halmi, S., Benleksirab. B., Agabou, A., & Pacha, H. Y., (2013)

“Effect of Linum Usitatissimum L. Ingestion and Oil Topical Application on Hair Growth in

Rabbit”, International Journal of Medicinal and Aromatic Plants, 3 (4), pp.459 – 463.

[3] Dhevika, V. P. T., Latasri, O. T. V., & Sharmila, L. S., (2013) “A Study on Brand Loyalty of

Hair Oil among College Students”, Elixir International Journal, 59, pp. 15767 – 15772.

[4] Jadhav, A. S., Naniwadekar, M. Y., Shinde, N. H., & Anekar, S. V., (2011) "Study of

Adsorbtion of Oil from Oily Water using Human Hair", International Journal of Advanced

Engineering Technology, 2 (2), pp. 37 – 51.

[5] Kalaiselvi, S., (2014) “Brand Awareness and Customer Preference for FMCG Products: An

Empirical Study with Special Reference to Coimbatore City”, International Journal of

Management and Social Science Research Review, 1 (2), p. 225 – 232.

[6] Ram, S.K.V, Ganapathi, R., (2013) “Brand Preference and Loyalty of Women Customers

Towards Hair Oil Brands”, Global Journal for Research Analysis, 2 (12), pp. 60 – 63.

[7] Rele, A. S., & Mohile, R. B., (2003) “Effect of Mineral Oil, Sunflower Oil, and Coconut Oil,

on Prevention of Hair Damage”, Journal of Cosmetics Science, 54, pp. 175 – 192.

[8] Anumesh Kariappa, (2016). A Descriptive Study on Customer Satisfaction with Special

Reference to “Hul Ltd” International Journal of Engineering Research and Modern Education,

Volume 1, Issue 2, Pp: 240 – 245. Dr. M. Rajarajan, (2016).

[9] Customer Buying Behaviour Towards Herbal Cosmetic Products In India - An Overview,

International Journal of World Research, Volume: 1 Issue 34, October, Pp: 36-46. Dr. S.

Jagadeesan1 & G. Vani, (2017).

[10] Customer Satisfaction Towards Parachute Hair Oil Usage Among College Student‟s In

Salem City, International Journal of Advanced Scientific Research & Development, Volume.

04, Issue. 10, Ver. I, October , Pp. 01 – 11.

[11] K.Subbulakshmi1 P.Geethamani, (2017). A Study On Customers Perception Towards

Cosmetic Items In Patanjali Products With Special Reference To Tirupur City, Intercontinental

Journal Of Marketing Research Review, Volume 5, Issue 9, September Pp. 25 – 34.

[12] M.Banu Rekha And K.Gokila, (2015). A Study On Customer Awareness, Attitude and

Preference towards Herbal Cosmetic Products with Special Reference to Coimbatore City,

International Journal Of Interdisciplinary And Multidisciplinary Studies, Volume 2, No.4, Pp:

96-100.

[13] Mrs. Gurmeet Kaur, (2016). A Study Of Customer Satisfaction Towards Selected Herbal

Cosmetic Products, International Journal of Business Management and Scientific Research,

Volume: 19, July, Pp: 51-57.

[14] V.P.T. Dhevika, O.T.V Latasri And Libya Sangeetha Sharmila, (2013). A Study On Brand

Loyalty Of Hair Oil Among College Student, Elixir Marketing Mgmt. Volume: 59, Pp: 15767-
 15772.

[15] Vanessa Apaolaza-Ibáñez1, Patrick Hartmann, Sandra Diehl and Ralf Terlutter, (2011).

Women Satisfaction With Cosmetic Brands: The Role Of Dissatisfaction And Hedonic Brand

Benefits, African Journal Of Business Management, Volume: 5, Issue 3, February, Pp. 792-802.

BIBLIOGRAPHY

We b sites:
➢ www.marico.com
➢ www.daburindia.com

Books:
➢ Understanding The Consumers – David A. Statt
➢ Marketing Research- S. L. Gupta
➢ Marketing Management –Philip Kotler

Ne ws pape rs:
➢ The Times of India
➢ The Economic Times
➢ Business Line
 Annexure:-

Pe rsonal Information:-

Age:

Ge nde r:

Occupation/ Profession:

Location:

1- Which brand of hair oil are you awareof?

• Parachute
• Dabur Hair oil
• Others

2- Which brand of Hair Oil do you Use?

• Parachute
• Dabur amala
• Others

3- Where would you rate your brand on a scale of 1 – 5 (5 being highest)

• Strongly Disagree
• Disagree
• Neither
• Agree
• Strongly Agree

4- What are the primary reasons for which you use this particularbrand?
• Non Sticky
• Brand Loyalty
• Fragrance
• Price

5- How did you get to hear about this brand?

• TV
• Internet
• Word of Mouth
• Print

6- If your brand is not available you would..?

• Purchase another Brand

• Wait for it to be available
• Go for a substitute
• Buy what is offered by theretailer

7- Which pack si e do youprefer?

• 75 ml
• 150ml
• 300ml

8- On what parameters do you choose this pack siz e?

• Availability
• Price
• Family Si e
• Storage

9- How often do you buy?

• Once in 15 Days
• Once a Month
• Once in two Months

10- Are you satisfied with your brand?

• Yes
• No

1- Which brand of hair oil do you stock?

• Marico
• HLL
• Dabur

2- Out of these which are the mostpreferred?

• Marico
• HLL
• Dabur

3- According to you what are theireasons for customer’s preferences?

• Brand Loyalty
• Price
• Availability
4- What is the profile of your typical consumer?
• High Income
• Middle Income
• Low Income

5- What schemes are you offered by thecompanies?

• Price Discounts
• Buy One Get One Free
• Others

6- What schemes does a consumer prefer most?

• Price Discounts
• Buy One Get One
• Others
7- According to you, does in-store advertising havean affect onthe consumer’s preference?

• Yes
• No

8- Does a change in price affect their preferences?

• Yes
• No